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Rask, M. (2006c). The Internationalization Process of the E-marketplace FoodIT A/S. European Case Clearing House, Reference: 306-617-1(Case)

This case describes the early internationalization process and the considerations about a future international expansion of an e-marketplace. The case illustrates the complexity of internationalizing an internet-based SME. FoodIT is trying to identify the most suitable entry modes; i.e. entry modes that can handle a fast, broad and deep international expansion process with very limited resources. The case raises important questions as to the importance of physical presence for a dot.com firm selling digital products; products that in theory can be distributed digitally but in practice need to be organized by real people having real face-to-face dialog.

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  Morten Rask 1997-2011